Sonos

Music Technology

Content

A one-of-a-kind guide to present music, wellness and green spaces together as one.

Haggerston Orchard

Theo Charnley, Water Daily

"Their creative response was outstanding. They led with insights, trends and attention to detail that was above and beyond expectations - I’m always impressed with Heard's cultural connections and deeper understanding of music. They know how to take a small idea and make it bigger and better."

Brief.

<p>To celebrate the launch of Sonos’s first portable speaker - Roam - the UK PR & Marketing team wanted to create a digital product that inspired young culture seekers to get outside into the green spaces of London, exploring new areas and learning about the ecological riches on their doorstep.&nbsp;</p>
<p>The idea needed to seamlessly integrate the Roam speaker into the experience through the use of Sonos’s new streaming platform, Sonos Radio. This would both add to Sonos’s longstanding reputation within music culture, while also validating their move out of the home and into outdoor spaces.</p>

Insight.

<p>It’s scientifically proven that spending time outdoors improves mental and physical health, yet the green spaces that provide these benefits are becoming more and more inaccessible; in fact 10x more inaccessible for the poorest communities, as the RSPB and Wildlife Trust found.&nbsp;</p>
<p>In urban areas throughout the UK, poor town planning, lack of knowledge, and socio-economic inequality deprives large proportions of the population, turning access from a universal birthright to a privilege; something exacerbated further by the pandemic. In the UK, 1 in 8 households have no garden, and 2.7m people don’t live within walking distance of green space.&nbsp;<br></p>


The Barbican, EC1A

Gaia's Community Garden

Coming out of the back of the UK’s 3rd lockdown in Spring of 2021, the importance of green spaces to people’s mental health and wellbeing was more prevalent than ever.

<p>How could we use London as a case study to frame this clear and present need, utilising a city which, with 8.4m trees, is officially defined as a forest by the UN. There is a wealth of green spaces to explore, so how can we encourage more people to reap the benefits? And how can music play a role in facilitating and enhancing the experience?</p>

Hackney, N16

Woodberry Wetlands

Strategy.

<p dir="ltr">While music, wellness and green spaces feel intuitively connected, this also presented a challenge to find an angle that wasn’t repeating what others had done in the space, while also elevating it beyond a self-serving brand marketing exercise.&nbsp;</p>
<p dir="ltr">To achieve this we needed to find a grounding in professional knowledge to make it as practical as it was enjoyable. Through extensive research into mental health first aid, we discovered a framework developed by the <a href="https://neweconomics.org/">New Economics Foundation</a>, providing a five-point proactive guidance on improving and maintaining mental wellbeing: <br></p>
<ul><li dir="ltr"><p dir="ltr"><strong>Connect:</strong> with people around you - family, friends, colleagues - to support and enrich you everyday.</p></li><li dir="ltr"><p dir="ltr"><strong>Be Active:</strong> exercising makes you feel good, from as little as a step outside to a run or cycle.</p></li><li dir="ltr"><p dir="ltr"><strong>Take Notice:</strong> be curious, savour simple activities and appreciate the present, be aware of the world around you and what you are feeling. </p></li><li dir="ltr"><p dir="ltr"><strong>Keep Learning:</strong> try something new, set a challenge you will enjoy achieving, grow in confidence from increased knowledge.</p></li><li dir="ltr"><p dir="ltr"><strong>Give:</strong> do something nice for others. Seeing yourself, and your happiness linked to the wider community can be incredibly rewarding.<br></p></li></ul>

North Greenwich, SE10

Ayisha Alli AKA 'Ayy Skates'

These techniques are deliberately adaptable for any life situation, but on closer inspection, we realised each one can be enhanced by and situated in nature.

<p dir="ltr">Informed by these wellness approaches, we created five key themes to categorise nature’s wellness properties: <br></p>
<ul><li dir="ltr"><p dir="ltr">Green spaces for <strong>gathering</strong></p></li><li dir="ltr"><p dir="ltr">Green spaces for <strong>exercising</strong></p></li><li dir="ltr"><p dir="ltr">Green spaces for <strong>meditation</strong></p></li><li dir="ltr"><p dir="ltr">Green spaces for <strong>learning</strong></p></li><li dir="ltr"><p dir="ltr">Green spaces for <strong>volunteering</strong></p></li></ul>
<p>These five categories became the foundation for how we would structure our exploration of London, enhanced by music powered by Sonos Radio and the Sonos Roam. <br></p>

Forest Hill, SE23

The Horniman Museum & Gardens

Delivery.

<p dir="ltr">Backed up by a unique framework to present music, wellness and green spaces together, we created a one-of-a-kind microsite called <a href="https://www.sonosroamandexplore.com/#/">Roam and Explore</a>. The multi-format, mobile-first product was designed specifically for on-the-move functionality, encouraging participation across London and learning on location.&nbsp;<br></p>


Centred around an interactive map, Roam and Explore highlighted 15 free green locations with a brief history of the area and guidance on how to best experience it.

<p>Each location was selected on its suitability for one of the five wellness properties, and was accompanied by the most appropriate Sonos Radio station to listen to on location.</p><figure><blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/CUdBAqEIX5v/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CUdBAqEIX5v/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CUdBAqEIX5v/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by @jadepearl_</a></p></div></blockquote> <script async="" src="//www.instagram.com/embed.js"></script></figure>

<p>Aware that Sonos lacked a pre-existing credibility in the wellness and nature space, we felt it important to partner with an organisation who could bring the desired expertise to the project. As such,&nbsp;we approached and partnered with&nbsp;<a href="https://www.natureisahumanright.earth/">Nature Is A Human Right</a>, a non-profit on a mission to make green spaces accessible to everyone.</p>

Nature Is A Human Right

Ellen Miles, Founder

<p>As the climate emergency becomes ever louder in public discourse, there’s no shortage of organisations pushing this message, but NIAHR stood out as an ideal delivery partner because of their forward-thinking approach and youthful brand personality, helping us speak to the demographic Sonos wanted that was both nature literate, yet accessible to young people yet to engage.</p>

<p dir="ltr">We worked with NIAHR to curate the list of locations and assemble a lineup of experts who specialised in the wellness categories. These experts were photographed on location and helped populate the site through their own insight into the importance of green spaces and how music played a role in the ones they visited. </p><figure><blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/CTpFRLJKieH/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CTpFRLJKieH/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CTpFRLJKieH/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Theo Charnley (@theocharnley)</a></p></div></blockquote> <script async="" src="//www.instagram.com/embed.js"></script></figure>
<p dir="ltr">To raise awareness of Roam and Explore, a social campaign was planned that seeded content out on NIAHR and Sonos’s influencer network, encouraging participation among their followers. <br></p>

Roam and Explore achieved 290,000 impressions with 2000+ likes, 100+ comments and 500+ uses of the dedicated #roamandexplore hashtag.

Results.


<p dir="ltr">Internally at Sonos, Roam and Explore caught the attention of a number of PR teams around Europe, with them expressing a desire to serialise the concept in other cities. Externally, it played to their brand values of creating truly reciprocal partnerships. By creating a fun and practical guide for people to engage with London’s green spaces perfectly aligned to NIAHR’s mission, which meant our partnership could be truly reciprocal, using the Roam and Explore to platform their important work as well as them bringing expertise and credibility to the platform.</p>
